Addition to ZMOT in 3-step model by Google is coining the same concept into Digital World as ZMOT gives serious focus on online presence.
As per my research and understanding, Yes, addition of ZMOT by Google in the 3-step model of marketing has made it better. It changed the way we look at traditional marketing process and increased transparency.
“Moment of Truth” (MOT’s) has its presence is way back since 1980’s as stated by Mr. Richard Norman (Swedish Academic.
Most of us has also heard its existence from Procter & Gamble’s 3-step model of marketing.
However,
Addition to ZMOT in 3-step model by Google is coining the same concept into Digital World as ZMOT gives serious focus on online presence.
So, we can argue on whether the concept has its existence before and does really Google has came up with anything new but as per my research even though Google is not the first to introduce MOT’s but its ZMOT’s (Zero Moment of Truth) has significant role in developing and gear up to outsmart the present day consumer or customer in both B2C and B2B perspectives.
As on today’s world customers do a initial understanding of products based on few prominent factors and compare based on such as Price, Features, Services, Reviews etc…and this makes impact on their choice and buying patterns.
Prior once buyer understood the need to buy the item, he used to go to the shop/vendors/ organization to discover data about the item lastly buy it. Presently, information accessibility, get to, and examination has changed shopping experience. As indicated by Brinker's depiction, from 2011 to 2016 organizations giving advertising examination rose from 100 to 3500.
Because of the advancing innovation, information is all over the place and customer can get to it from anyplace. Registering power has developed while gadgets got littler. According to https://hostingfacts.com/, 82 percent of individuals utilize their cell phones to look into buys they are going to make in a store.
CONCLUSION
From the outset, ZMOT just appears as though an extravagant term for something that previously existed, in this way not adding anything new to what we definitely knew and utilized. In any case, concentrating on this pivotal snapshot of the purchaser's excursion and giving all the exploration information makes advertisers focus on it. So the genuine estimation of ZMOT isn't in including something new, yet in perceiving the second worked from complex smaller scale minutes and relations, which make us center around the genuine article that brings increasingly fulfilled clients and greater incomes.
The innovation is changing to such an extent quick, and we don't have the foggiest idea what that will bring to the future model of promoting. The ZMOT air pocket may develop so enormous that sooner or later it blasts into numerous littler ZMOTs that require new phrasing. It's only an update that in the computerized time, as advertisers we must be ready constantly.
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